As for me, I say "endive", just like it's spelled. And my favorite way to prepare it is as follows...
Endive and Apple Appetizer
assorted endive leaves
cream cheese, room temp
crisp apples, like Fugi or Gala
Combine two parts cream cheese to one part jam. Spread a little strawberry cream cheese on each endive leaf. Top with a thin slice of apple (brush with lemon juice to prevent browning). This is a quick, refreshing appetizer or snack. My kids loved it! Thanks to friend Laurel for recipe.